Y2’s branding is essential to its user experience. This document was created to help communicate Y2’s branding guidelines for future usage of the platform. It is needed to ensure that the brand maintains a consistent look and feel regardless of the platform where it’s being used, and this requires strict dedication to standards. This guide is provided to keep the Y2 brand focused and unique.

1. BRANDBOOK

2. Y2’s branding is essential to its user experience.
This document was created to help communicate
Y2’s branding guidelines for future usage of the
platform. It is needed to ensure that the brand maintains
a consistent look and feel regardless of the platform
where it’s beign used, and this requires strict dedication
to standards. This guide is provided to keep Y2
brand focused and unique.
BRANDBOOK

3. Introduction
Core Values
Copy & Tone of Voice
Logo Usage
Incorrect Logo Usage
Color Palette
Typography
Tagline
4
5 - 7
8 - 10
11
12
13
14
15
Table of Contents
Y2 BRANDBOOK

4. Y2 BRANDBOOK / 4
Who is Y2?
Y2 is a unique high jewellery brand,
created exclusively for those of us who
refuse to go along with the crowd and
follow the norms. Y2 takes both the
uncommon and common aspects of
human relationship with nature and
translates them into timeless pieces that
compliment any attire. It is more than just
a great design, it is a majestic expression
of life and passion, exalted by the
absolute refinement of jewellery.
Y2 is meant for people who value the true
essence of style, for those who are not
afraid to take risks and reveal their
genuine selves through fashion.
Today’s modern brands are fixed on order
and social acceptance, creating all the
same jewellery replicated everywhere.
They claim to value individuality and
uniqueness, yet cave to fitting in rather
than standing out. The rare ones who do
are too unreachable to the majority of
middle class, leaving most of us out of the
high fashion circle. Y2 offers luxury
jewellery design which is not just exquisite
but also attainable, while never
compromising on quality and
variety of materials.
Y2 immerses itself into the world of art,
ecstasy, love, emotions and the unknown.
Y2 was created from a love story that
began as a chaotic journey. That’s why it’s
rings, necklaces, earrings, cufflinks and
bracelets are characterized by
expressiveness and extremely rich color
patterns. Precious stones are carefully
blended together to create an
extraordinary majestical tail and a
powerful statement which ultimately
defines the Y2 brand.

5. Finesse
Sophistication
Innovativeness
Transparency
Originality
Core Values
Y2 BRANDBOOK / 5

6. Y2 BRANDBOOK / 6
Transparency
All art is a form of a relationship. That’s
why we place transparency at the top of
our priority list when designing each
piece of jewellery. It’s about building
trust and loyalty with our consumers.
We share our ideas, design process and
every detail of the materials we use in
the creation of our timepieces. We want
our consumers to know what inspires
us, what makes our pieces so special
and what stands behind the
unprecedented quality of our product.
Originality
We believe that originality is creative’s
greatest weapon. At Y2 we know that
originality is rare, originality is
interesting. It is exactly that what makes
things matter and we express it in our
designs all the time. In the crazy picture-
in-a-box world we live in, the chance of
doing something that has never been
done before is what our design is all
about. To have the courage to stand out,
to inspire and to be inspired.
At Y2 we don’t believe in norms when it
comes to expressing personality or
idea. Boundaries are made to be
broken. We encourage creativity, fresh
ideas and the modern look at things.
We love the bizarre, the avant-garde,
the radical. We are obsessed with
everything new and different,
everything that produces a surge of
adrenaline as it catches one’s eye. It’s
in our design, in our language and core-
strength.
Innovativeness

7. Finesse
Y2 prides itself on creating profound
timelessness through its artistry,
craftsmanship and expertise gained
through knowledge of fine materials.
Our skillful approach to modern design
and handling the smallest pieces of any
jewellery type is seen through each
model we produce.
Designed with the passion for life and
colours, Y2’s brilliant pieces are unique
in their very vibrancy representing the
extravagance and the creativity of
European & Middle Eastern folie.
Sophistication
With an unwavering dedication to
quality Y2 jewellery always seeks to
combine delicate pieces with a bold
statement, mixing together numerous
elements of the high jewellery design.
The natural capacity of precious metals
and gemstones, style, taste, spatial
orientation and the high emotional
value that each piece carries with its
owner- are all a part of a complex
mosaic that we at Y2 put together to
bring an exceptionally cultivated
experience.
Y2 BRANDBOOK / 7

8. Y2 BRANDBOOK / 8
Copy & Tone of Voice
Y2’s tone of voice both embodies and
expresses Y2’s personality and is
defined by the brand’s core values.
The chaotic and vibrant nature of our
brand must be felt through smart
usage of selected vocabulary. When
addressing Y2’s design one must not
use any words that carry a certain
limitation. Instead, one must
encourage creativity and use phrases
that leave room for imagination. We
like to speak with passion and inspire
others with new ideas. We use daring
“power words” such as steamy, naked,
depraved, exposed - to challenge one’s
vision.
While, you shouldn’t be afraid to use
obscene words, they should be used
in extent. Y2’s voice must be fresh and
crisp to reflect the innovative quality
of the brand. This can be done by
utilizing short uncluttered sentences
with specific nouns and active verbs
to keep the idea at the forefront.
Avoid cliches and unnecessary jargon
that can undermine the fine character
of Y2 jewellery. Be authentic and
descriptive when addressing Y2’s
design.
Feel free to be assertive, yet not
pretentious. Use words that trigger
emotions connected to taste, greed,
desire. Everything about the
experience—colors, aromas, sounds,
and language—must work together to
enhance the luxury brand narrative.

9. Y2 BRANDBOOK / 9
Words we like
Majestic
Indulgence
Treat
Story
Frenzy
Explode
Timeless
Words we DON’T like
Anything that's
“Inside of the box"

10. Y2 BRANDBOOK / 10
What your jewellery reveals about your personality
cannot be rivaled with anything you say or tell.
That invigorating feeling when you put on an art
piece, that speaks your mind before you. The
elegance and beauty in a mad symphony of natural
ruby and silver gives you confidence to go out on
those city streets and make your everyday a
carnival.

11. Logo Usage
Y2 BRANDBOOK / 11
Y2’s logo is a touchstone of the brand
and one of its most valuable assets
Background colors - The preferred way to use the
Y2’s logo is on a dark background using the
slightly transparent or the gold logo.

12. Incorrect Logo Usage
Y2 BRANDBOOK / 12
DON’T
1.Change the logo’s orientation
2. Add extraneous effects to the logo
This includes but it is not limited to:
bevel & emboss, lighting effects and
drop shadows.
3. Place the logo on a busy background.
4. Change the logo colors.
5. Change the logo proportions.
6. Change the positions of the letters or the word.

13. Color palette
Y2 BRANDBOOK / 13
HEX
RGB
HSV
#070707
0 0 0
0 0 0
HEX
RGB
HSV
#FFFFFF
255 255 255
0 0 100
Primary colors
HEX
RGB
HSV
#BFA262
191 162 98
41 49 75
Supporting colors
HEX
RGB
HSV
#CABEA4
162 98
41 49 75
The Y2’s color palette consists of two primary colors:
black and white streamlined to match the brand’s values
PRIMARY LOGO COLORS
The dominant colors are black and white that emphasize the
simple and effortless feel, communicating qualities of
mystery and depth.
SUPPORTING COLOR PALETTE
The gold color is a supporting color to give contrast to the
primary colors and to contribute to the feel of luxury. They
will be used as backgrounds and other supporting elements.

14. Typography
Y2 BRANDBOOK / 14
Typography is a key element in communicating a unified
personality for Y2.
We have selected Unna Regular and Assistant Regular as our
fonts. Unna has a soft look that is expressed through
delicated serifs and strong stems, chosen to contrast the
modern logo.
Assisstant is a sans-serif typeface optimized for uses across
print, web, and mobile interfaces. The typeface is highly
legible on screen and in small sizes.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1234567890Aa
Unna Regular
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1234567890Aa
Assisstant Regular

15. Tagline
Y2 BRANDBOOK / 15
Y2’s tagline represents the idea and ultimate belief that one
should not keep their passion tamed, on the contrary one
should express it in every way possible. It is our passions that
make us who we are and Y2 is a strong advocate of “wearing
your heart on your sleeve”. This message must be reinforced
at every interaction with a brand.